Airline Wants to Promote the City as a Prime Stopover Destination

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Etihad Airways is trying to promote Abu Dhabi as a prime stopover destination by getting Kaiser Chiefs' frontman Ricky Wilson to show what can be done in 48 hours in the city.

In a fast-paced new ad, created by Cheil London, Wilson is challenged to complete 24 tasks in the time frame, including taking a ride on the fastest roller coaster in the world, taking a camel ride in the desert, racing a super-car, sandboarding down dunes, learning to belly dance and canoeing down a river. He is then seen being rewarded for completing the challenge with a stay in a luxury hotel for the night. Sam Wrench at Firecracker directed the spot.

The campaign, running in the U.K., India and Australia, will target viewers via social media and direct them to a dedicated site, where they can sign up for their own Abu Dhabi Stopover Challenge. The deal is, if they don't complete all the activities within the 48-hour period, they will have to sleep wherever they are when the clock stops.